Why you just can’t miss out on Social Media Listening
By Sowmya Rao, August 11, 2017
Today, social media plays a major part in every business. It is one of the first places people look to while making product & business related decisions.
Many businesses are dependent on their reputation amongst customers. Customer’s feedback can determine the business’ future growth. So, how do you track your customers’ thoughts on your business?
Customer feedback forms don’t fulfil their purpose entirely; documenting customers’ reviews through feedback forms can lead to confusion, and even more so with the mass of customers reviews streaming in from the many social media platforms.
So how do you do it, then?
The answer: #SocialListening!
What is social listening?
Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand / industry online.
“Listening is one of the most important things a brand can do online. If your brand is just broadcasting its own agenda, it isn’t truly engaging in a conversation.”
Social media listening is more than just watching your mentions and replying when prompted. It requires you to go beyond your notifications and find people who aren’t tagging you in their updates and discussions. Brands everywhere are slowly realizing its importance, so much so that companies like Dell actually have command centres for social media listening!
So then, what is social monitoring?
A lot of people get confused with social listening and social monitoring. Dan Neely, CEO of Networked Insights gives the perfect definition: “Monitoring finds symptoms; listening finds causes.”
The key difference is, with monitoring, you are just compiling a list of #SocialMedia engagement instances, while listening identifies and analyses the most meaningful parts.
Why is social listening important?
Your audiences are talking all over the internet and if they are talking to you, they are expecting a response. They want you to make them feel listened to. Here are some interesting facts:
- 70% of buying experiences are based on how customers feel they are being treated
- 30% of Tweets mentioning your company don’t include your Twitter handle
- Only 9% of Tweets are actually directed at your brand
- 7 in 8 messages to brands go unanswered within 72 hours
This means more conversations are happening about you, than with you. Whatever the reason may be for omissions, consumers still expect a response. Your audience wants to make sure their voice is heard.
By actively “listening” for mentions or discussions, you can avoid missing out on the opportunity to delight customers or collect valuable feedback. To achieve this, make sure you are tracking all variations of your brand name, with or without the @symbol. You might also want to track the usernames of your competitors—their lack of social listening could mean a new customer for you!
How has it helped brands?
Let’s take a look at some examples.